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Recently, we were pleased to sponsor the AMA Webinar, “Using Media Analytics to Determine Marketing Effectiveness.” Led by digital marketing expert Jason Burby, the Webinar focused on the common problems marketers face, how media intelligence can help and the importance of clear business goals. [Watch the recording below if you missed it.]
The Obstacles to Optimized Marketing
Jason certainly understands the challenges that today’s marketers face. As President of the Americas at Possible, he has helped some of the world’s biggest brands overcome those obstacles, advocating the use of data analytics to inform marketing plans. The top five concerns for marketers?
Clearly, marketers have some BIG challenges – but the potential for gaining valuable insights into what marketing efforts are most effective at attracting, winning and retaining customers is also enormous.
During the Webinar, Jason noted that understanding what’s being said in the news and media offers critical insights into brands, companies, individuals, markets or industries to help formulate and refine marketing plans. With right tools, marketers can can:
Before marketers can effectively track and share media intelligence, they need to set the right parameters for what needs to be tracked. Clearly defining data needs helps to keep research focused on what’s most important. Marketers need to:
In the Webinar, Jason emphasized the importance of defining goals, quoting Andrew Connell, CMO at Huawei Technologies who said, “The setting of concise business goals at the beginning of an initiative often isn’t given enough time. This is really how you create your hypothesis about what you want the whole campaign to do.”
Yet, given the demands marketers face every day, it can be tempting to allow what is easy or readily available shape what is measured. When asked how organizations determine what to measure, respondents offered answers ranging from “No idea!” to “Basic industry standards” to “All aspects around our customers/targets.” Where would your response fall?